Marketing Management
A Customer-Oriented Approach
- Kenneth E. Clow
- Donald Baack - Pittsburg State University, Pittsburg, USA
Marketing Management
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This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM — all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case.
Key Features
- Comprehensive coverage includes chapters not covered in other texts such as data warehousing, internal and external communications, and Web site management
- Critical thinking exercises stress the importance of quantitative methods in marketing and in the application of marketing concepts
- End-of-chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or for individual assignments
- Stop and Think features encourage the reader to consider how management principles are used in marketing positions (especially for issues related to planning, organizing, or leading)
- YourCareer sections offer students practical advice regarding marketing careers and profi les of successful marketing graduates
- Customer Corner scenarios pose a customer service (CS) situation and encourage students to think about the importance of CS and how they would respond to CS problems
This text is accompanied by Cases in Marketing Management, edited by Kenneth E. Clow and Donald Baack, providing students with many topical examples of marketing management issues and practice.
This text is also available bundled with Marketing Plan Pro, Academic Version, for only $35.00 more than the stand-alone text. To order, please contact SAGE Customer Service on 1-800-818-7243.
I believe that the approach used in this text can help students build a foundation to “do” marketing. The approach taken for this text offers a more tangible approach to marketing than the more abstract approaches of other texts.
Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students.
Practical information for graduating marketing majors.
This text book has a good balance by including the quantification of marketing metrics via a customer orientation focus. It is done in a very understandable and usable manner. It would eliminate my having to bring in outside materials that are time consuming and costly and eliminate the student’s questioning why I am using the text if I have to supplement it so much and only refer to it versus dealing with the content.
There is no other text on the market that closely parallels marketing practice as closely as this one. The existing texts are all pretty much a rehash of the original Kotler with some updating over the decades, and some entertainment. This text is not just distinctive, but truly current in a significant, relevant way for both students and professors.
This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!!
Fantastic book. My students have benefited lots from it. I would definitely recommend it.
Really good Marketing Management text. Covers all areas required of this subject in good and accessible detail for students.
Customer focused.
Was happy with it last spring -- so adopted again for spring 2012